Barbie has had one of the best rebrands in years – here’s why

Barbie movie poster
(Image credit: Warner Bros.)

Barbie has been a mainstay of popular culture since 1959, when the first dolls were released. Generations of children have grown up playing with the dolls and watching Barbie on the big (and small) screen. Like any brand that’s been going for so long, it’s had to reinvent itself a little to survive and remain near the top of the food chain. But that isn't easy – as the best and worst rebrands of 2023 show, it's possible get it right, but it's also easy to get it very wrong. 

However, last year, Barbie got it right. The Barbie brand, after a decade or two of struggle, has been near-ubiquitous over the last year or so – and it’s all down to an expert rebrand – with 2023’s Barbie movie playing a huge part, of course.

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Adam England

Adam is a freelance journalist covering culture and lifestyle, with over five years’ of experience and a Master’s degree in Magazine Journalism from Cardiff University. He’s previously written for publications including The Guardian, The Independent, Vice and Dazed, and was Senior Editor at from 2022 to 2023. When he’s not writing, he’s probably drinking coffee, listening to live music, or tinkering with his Apple devices.